1. Attract as many subscribers as possible
It would seem that the more subscribers you have, the more people see your posts in the feed. But it is not so.
The Global Digital Overview confirms that as subscribers grow, organic reach – the number of people who have seen a post – drops significantly. This is especially pronounced for brand pages.
For example, on Facebook, it accounts for about 10% of the total followers for every posted post. On Instagram, this is about 20-40%.
You cannot control this factor: the social network, following its own algorithms, decides who and what content to show. Therefore, investing in followers is a rather risky story. The person you paid for can stop seeing your posts at any time.
Another reason why investing in subscribers is not the best investment in 2020 is because of organic churn. Often they are associated with the fact that the company initially attracts not quite the target audience.
Giveaways are rallies in social networks, where the user must perform several actions (one of them is subscribing to certain accounts). And initially, they really seriously increase the number of subscribers. But then they lead to a gigantic outflow.
Of all the subscribers, most often only those who, after the competition, forgot to unsubscribe from the brand page, remain in subscribers. And , unfortunately, they are not interested in the content . Moreover, many unsubscribe as soon as they see that the company is engaged in such pranks. As a result, your costs do not justify themselves, and this once again confirms that subscribers are not the most important item of expenses.
Plus, investing in subscribers doesn’t pay off when compared to ads aimed at engaging audiences and increasing reach.
For example, to attract 1,000 subscribers to a branded page, you will have to spend 20-30 thousand rupees.
For the same money, you can get huge reach and organic growth from truly interested people through other means. For example, Facebook creates an individualized audience of people in the ad account for this.
What it really is: Brand awareness and how many audiences react to your posts are important. KPIs (indicators of success) should be built based on the level of “health” of the brand – that is, the number of people who choose you and buy your product or service. And the total number of subscribers doesn’t mean anything yet.
2. Get hooked on performance marketing
Performance marketing is advertising aimed at attracting applications. For example, collecting phone numbers and email addresses – when placing an order, customers enter this information in special fields. In the future, all this data is collected in a common database and used in the following advertising campaigns.
The same type of advertising includes message boards and forums. This approach effectively stimulates sales, increases reach and allows you to constantly keep your finger on the pulse, flexibly directing the company’s actions.
So what’s the problem? In fact, such ads usually have no effect in increasing brand awareness and, as soon as you turn them off, you stop receiving applications. So you have to connect it again.
As a result, you get hooked on performance marketing and your brand stops developing.
What it really is: It’s better to invest in brand awareness. For social media, run ads, video ads, or even start attracting subscribers (but only high quality ones!).
3. Stick to standards
There is a lot of research “Why does the audience remember YouTube ads ?” However, despite the name, its results apply to other social media platforms as well, as all successful platforms use roughly the same ad formats.
This study analyzed how people react to ads and found that regular commercials that run on TV for 15 or 30 seconds are minimal. It is best when advertising is a kind of narrative – a story told in several parts. For example, in this Mail video, one story follows from another, looping at the end.
What it really is: experiment. You can “echo” the story — a clip of the highlights of your promotional video — or create an entire miniseries with a set, conflict, and resolution. Or come up with something else. And all this will be better than the same standard television 15 seconds, which do not work on social networks.
4. Target big reach
Large international companies often promote posts (for example, on facebook) with huge reach and frequency. However, out of the entire huge audience of publications, very few people are really interested in this information. This usually happens because advertisers are using creatives from other media.
It can be material from print ads, where it is quite effective, but it will not bring any results on social media.
What it really is: Always pay attention to engagement and how you get it. 100 thousand impressions of a publication does not mean that 100 thousand people really paid attention to the advertisement by flipping through the feed. But 10,000 comments will make it clear that users are interacting with the publication.
5. Ignore community tools
This is a serious scourge of our SMM. Companies spend a lot of money on content but forget to invest in user feedback. Here you need to start from simple to complex:
- learn to answer questions;
- Sew calls for discussion into posts;
- process the negative;
- make simple contests related to your brand.
After that, you can engage your audience to create content. If you engage users, you can subsequently receive content from them. Also if you want handle your all campaign with results you can definitely check out geek web SMM plan and he has an social media expert they can easily solve your every problem regarding brand promotion Then your social networks will work at full capacity and every rupee invested in promotion will pay off.
Checklist for brand promotion in social networks
- Focus on an adequate KPI system – brand awareness or sales.
- Don’t just use performance marketing.
- Create creatives based on the characteristics of the site where you plan to place them.
- Work with the community.
All this is guaranteed to help you develop your brand and save you from unnecessary expenses on social media.